What Was Heroic Must Become Routine: Your Post Launch Growth Plan

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A presentation at KASE, the Korean American Society of Entrepreneurs, on Oct-16-2007

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Now What? Post Launch Growth Plan:

Now What? Post Launch Growth Plan Sean Murphy, SKMurphy Inc. Talk @ KASE Entrepreneur Seminar Presented October 16, 2007 1 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Who’s In The Audience?:

Who’s In The Audience? Who Is in First Startup? Second Startup? Third or Later? Who Has Gone From Idea to Revenue? In A Startup: We Are in Stealth We Are in Beta We’ve Launched 2 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

After Launch:

After Launch What Was Once Heroic Must Become Routine 3 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

After Launch, Now What?:

After Launch, Now What? “Business Has Only Two Basic Functions: Marketing & Innovation.” Peter Drucker How You Grow After Launch At a Corporate Level Customer Development Product Development 4 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

After Launch At A Corporate Level:

After Launch At A Corporate Level A Sustainable Effort That Scales Develop Process, Metrics, And Dashboards Fewer Generalists, More Specialists Narrower Scope Enables Division Of Labor It's Not About The Next Customer It's About The Next Quarter 5 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

After Launch at a Corporate Level Managing Commitments:

After Launch at a Corporate Level Managing Commitments Your Brand is the Promise You Keep Kirstin Zhivago More People Will Be Making Commitments You Will Need Plan Of Record: What You are Changing Commitment Process: How You Change It 6 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

After Launch At A Corporate Level Sales Incentives & Organization:

After Launch At A Corporate Level Sales Incentives & Organization Sales Incentives Matter What You Reward Is What You Will Get This is a Function of Your Business Model Separate Functions Need Their Own Team Marketing / Lead Generation New Accounts Renewals Upgrades 7 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

After Launch At A Corporate Level Feature & Release Planning:

After Launch At A Corporate Level Feature & Release Planning "Big Features" Drive Interest & Adoption Avoid "Kitchen Sink“ / No Compelling Feature Build Timetable On Key Feature Budget For Bugs, Architecture, Specials New Bugs Will Be Fixed In Next Release Continually Upgrade Architecture Limit Number Of "Special Features” 8 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Who’s In the Audience?:

Who’s In the Audience? Who works in Product Development? Architect/Engineer, QA, Support Who Works in Customer Development Sales, Marketing, Business Development Who Works in Operations Finance, HR, IT 9 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

After Launch: Customer Development:

After Launch: Customer Development Customer Development Spans Sales, Marketing, and Biz Dev From Early Adopters / “Art Of The Deal” To A “Lead Generation To Close” Machine Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com) 10

Customer Development Pre-Launch Customers:

Customer Development Pre-Launch Customers Often Selling to Early Adopters Have Higher Risk Tolerance Tolerate SW That Doesn’t Always Work Product is Frequently “Bought” NOT “Sold” Wonderful Folks, Just Not Enough of Them 11 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Customer Development Pre-Launch Sales Team:

Customer Development Pre-Launch Sales Team Typically One Person Handling Everything Still Figuring Out Sales Pitch That Works Founders Directly & Intimately Involved Don’t Hire More Than One Sales Person …If You Don’t Know What Works 12 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Customer Development Post Launch Sales Management:

Customer Development Post Launch Sales Management Sales Incentives Drive Key Behaviors You Cannot Change it Very Often Sales Force Determines Your Values Not From Corporate Vision or Mission Not From Speeches in All Hands From Their Compensation Plan To Manage Sales Pay For What You Want 13 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Customer Development Summary:

Customer Development Summary Beta Exploration Hypothesis Testing Adjusting Biz Model Trusted Feedback Find Niche After Launch Acceleration Facts & Metrics Brand / Promise Customer Feedback Mainstream Market 14 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Example – MMC Design Ins:

Example – MMC Design Ins Sales Team: Dozens of Evals Started Support: Don’t Have Enough Resources Support: Can We Focus on Larger Deals? VP of Sales: OK Next Month: More New Evals Started Go To Step 2 Until… Support: How Is Sales Compensated? VP of Sales On Evals , Not On Revenue Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com) 15

Example - JotSpot Beta:

Example - JotSpot Beta 3,000 Beta Sign-Ups Months go by with Many Users Much Testing of Product, R&D Happy OK, Now We are Launched Will Turned Off After 30 Days Unless You Convert/Pay Result: A few percent conversions Re-Start and Learn How to Convert 16 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Product Development:

Product Development Product Development Spans Engineering, QA, Support Post Launch You Want To Retain Clock Cycle on Decision Making Creativity, Flexibility, Intelligent Reaction Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com) 17

Product Development When To Ship?:

Product Development When To Ship? Beta: Release Driven By Content After Launch: Release Driven By Date Pick A Date & Stay With It Always Problems With The Release Make Things A Little Better 18 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Product Development Why A Faster Decision Cycle Wins:

Product Development Why A Faster Decision Cycle Wins Requires Less Ability to Forecast Market Requirements Customer Needs Competitor Action It’s No Longer the Big Beating the Small But the Fast Beating the Slow John Chambers Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com) 19

Product Development Maintain Rapid Release Cycles:

Product Development Maintain Rapid Release Cycles As a Startup You Could Fit in One Room Enabled Conversation & Fast Decisions Post Launch Create a Product Team Establishes a Venue for Decision Making Don’t Default to Executive Staff They Have To Focus On The Business 20 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Product Development Summary:

Product Development Summary Beta Few Commitments Release Driven By Content Custom projects Customer Driven Fast Decisions Creative, Flexible After Launch Many Commitments Release Driven By Date Roadmaps (1 Page) Market Driven Fast Decisions Creative, Flexible 21 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Example – Webex Office Support:

Example – Webex Office Support Two of Our Customers Complain to Us You Can Invite Me, You Can‘t Require Me We Fill Out Bug Report No Tracking ID, No Follow Up Complain to Sales, We May Not Renew Mtg with Product Support No Roadmap, No Tracking Looking For a Good Alternative to Webex Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com) 22

In Conclusion:

In Conclusion Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com) 23

Customer Development Summary:

Customer Development Summary Beta After Launch Sales Team One Closer Full Team: Differentiated Functions & Process Customers Early Adopters Who Want “Better/Different” Pragmatists & Mainstream Who Want “Whole Product” Product is Bought Sold Sales New Account New Account, Renewal, and Upgrade Compensation Close Deal & Keep Job Incentive Details Matter Process Ad Hoc / Exploratory Scalable / Repeatable 24 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Customer Development Summary:

Customer Development Summary Beta After Launch Market Focus Early Adopters & “Deals” Lead Stream Customer Relationship Exploratory Use, Exploratory Marketing Expect Commitment & Whole Product Feature Commitments Unique Needs How Many Customers? “Special Features” Common Rare Relying on New Features “As Is” Has To Be Acceptable New Features: Part of Joint Roadmap 25 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Product Development Summary:

Product Development Summary Beta After Launch Eng Access To Customer Direct Mediated by Support, Marketing & Customer Advisory Board Feature Content Eng Driven, Deal Driven More Input from Support & Marketing Product Spec One Page Plans Documents Release Dates Driven By Content By Date 26 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

About SKMurphy , Inc.:

About SKMurphy , Inc. We Offer Strategy and Business Development Consulting & Products Our Focus is on Software Entrepreneurs We Help Them Find Early Customers / Early References Early Revenue 27 Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com)

Thanks For Your Time:

Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com) Thanks For Your Time 28

Example – Cisco Support:

Example – Cisco Support Network Down, Customer Needs a Box Support Engineer Charters a Plane Gets Network Up That Same Day Two Strong Messages Employee Empowerment Inside Firm Commitment to Customers Externally Oct 16 2007 KASE Seminar: Now What? Post Launch Growth Plan by Sean Murphy, SKMurphy, Inc. (www.skmurphy.com) 29

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